This quantitative research study explores the impact of live marketing on consumers' irrational consumption behavior within the context of the new economic era. Adopting a structured approach, data were collected from 236 consumers through structured questionnaires utilizing Likert scale responses. Simple random sampling ensured a statistically representative sample across diverse demographics. The questionnaires comprehensively addressed various dimensions including exposure to live marketing events, emotional engagement, social media influencer impact, cognitive dissonance, socioeconomic factors, innovative marketing technologies, and irrational consumption behaviors. The data analysis was conducted meticulously utilizing SPSS and SmartPLS, involving various statistical techniques like summary statistics, correlation study, validation of factor analysis, and structural equation modeling, as well as comparative, moderation, and mediation analyses. The study uncovers novel insights, particularly highlighting the role of social media influencers in live marketing, elucidating how their involvement significantly amplifies the impact of social influence on consumers' irrational consumption decisions. Furthermore, findings reveal that consumers perceiving live marketing as immersive and memorable are more inclined towards engaging in irrational consumption behaviors. Additionally, the adoption of innovative live marketing technologies emerges as a key driver of brand perception, consequently leading to heightened levels of irrational consumption behaviors. Moreover, cognitive dissonance following such behaviors is identified as a significant factor contributing to increased repeat purchases. This research contributes to a more profound comprehension of consumer behavior within marketing contexts, providing valuable insights for marketers navigating the complexities of the contemporary economic landscape.
